Contact Data Refresh Before Every Send

The workflow

Play 12

Contact Data Refresh Before Every Send

1Pull everyone about to be contacted

Contacts queued for next week's sendsLists and sequences

What can have gone stale

JobCompanyWork emailMobileLinkedIn URLTitle

2Check each field against a live source

Still at the company?Job change

Compare the current LinkedIn role with the CRM record.

Check

LinkedInApify

Email still delivers?Verify

Re-verify on send week, not on the day it was found.

Verify

BounceBanZeroBounce

Number still live?Line type

Look up carrier and line type, drop disconnected numbers.

Check

Twilio

3Decide what each record needs

FindingAction

Left the company→Find the replacement, follow the person

Email risky or invalid→Find a new email, else LinkedIn only

Title changed→Re-score, maybe a new angle

Number dead→Remove it from call lists

All still true→Send as planned

4Fill the gaps

Replacement at the account

The new person in the same seat inherits the account context.

Find

ApolloClay

Email

FindymailProspeo

The mover at the new company

A past champion who moved is often the warmest lead you have.

Track

LinkedIn

Mobile

FullEnrich

Gate1

Only verified records go out

Anything still unverified is held for the next cycle.

× Unverifiedheld, rechecked next week

Every send goes to a real person in the right seat

The stackHubSpotLinkedInApifyBounceBanZeroBounceTwilioClayApolloFindymailProspeoFullEnrichSmartlead

Oriel · GTM plays library

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The diagram as text

1. 1

   Pull everyone about to be contacted

   Contacts queued for next week's sends (lists and sequences): Tool: HubSpot.

   What can have gone stale: Job, Company, Work email, Mobile, LinkedIn URL and Title.

2. 2

   Check each field against a live source

   Still at the company? (job change): Compare the current LinkedIn role with the CRM record. Check: LinkedIn and Apify.

   Email still delivers? (verify): Re-verify on send week, not on the day it was found. Verify: BounceBan and ZeroBounce.

   Number still live? (line type): Look up carrier and line type, drop disconnected numbers. Check: Twilio.

3. 3

   Decide what each record needs

   Finding → Action

   • Left the company → Find the replacement, follow the person
   • Email risky or invalid → Find a new email, else LinkedIn only
   • Title changed → Re-score, maybe a new angle
   • Number dead → Remove it from call lists
   • All still true → Send as planned
4. 4

   Fill the gaps

   Replacement at the account: The new person in the same seat inherits the account context. Find: Apollo and Clay. Email: Findymail and Prospeo.

   The mover at the new company: A past champion who moved is often the warmest lead you have. Track: LinkedIn. Mobile: FullEnrich.

   Gate 1: Only verified records go out. Anything still unverified is held for the next cycle. Rejected: Unverified, held, rechecked next week. Tools: Clay.

   Outcome: Every send goes to a real person in the right seat. Tools: HubSpot and Smartlead.

Feedback loop: Unverified records go back into next week's refresh instead of going out.

The stack: HubSpot, LinkedIn, Apify, BounceBan, ZeroBounce, Twilio, Clay, Apollo, Findymail, Prospeo, FullEnrich and Smartlead.

Open the diagram full size (1180 px wide)

The play in four steps

1. 01

   Step 1: Pull next week's send list

   Data decays every month: people change jobs, inboxes close, numbers get reassigned. Check what you are about to use, not your whole database.

   • Export every contact queued in a list or sequence for the next seven days.
   • Include the date each email and number was last verified.
   • Anything verified in the last 14 days can skip the email check.
2. 02

   Step 2: Check each field against a live source

   A database match from three months ago is a guess. A live check is a fact.

   • Job change: compare the current LinkedIn role, scraped with Apify, to the CRM record.
   • Email: re-verify with BounceBan or ZeroBounce in the week of sending.
   • Phone: run a Twilio lookup for line type and carrier, and remove disconnected numbers.
3. 03

   Step 3: Decide what each record needs

   A changed title can need a new angle, not just a new field.

   • Map each finding to one action:
     • Left the company: find the replacement and follow the person
     • Invalid email: find a new one, else LinkedIn only
     • Title changed: re-score and re-check the angle
     • All still true: send as planned
   • Write the finding and the date onto the contact so the next refresh starts from it.
4. 04

   Step 4: Fill the gaps and gate the send

   The person who replaced your contact, and your contact at their new company, are two leads you would otherwise lose.

   • Find the replacement at the account with Apollo and Clay, and a verified email with Findymail or Prospeo.
   • Follow a past champion to their new company and add them as a new, warm lead.
   • Only verified records enter the sequence. The rest are held and rechecked next week.
   • Track bounce rate per list: above 2 percent means the refresh is missing something.

Tools used

The twelve tools this play names. Each links to the other plays that use it.

HubSpotLinkedInApifyBounceBanZeroBounceTwilioClayApolloFindymailProspeoFullEnrichSmartlead

Related plays

Play 24

CRM Hygiene

1Audit, read-only

Snapshot and fill rates0 records written

TitleLinkedInCountryEmail validityPhone validitySegment

Export first, measure every field, and trace which integration created each record.

Export

HubSpotSalesforce

2Detect the dirty sets

Dirty setFix

Duplicate person or company→Merge, survivor picked by rule

Contact not linked to its account→Link to the account

Job changer→New contact, old one marked gone

Bounced email or dead number→Replace and verify

Missing fields→Fill blanks only

Lead with no account→Match on domain

3Match duplicates carefully

Gate1

Same company domain

A name match only counts when the domain matches too.

× Different people

Gate2

Not a shared key

A switchboard number or a common firm name is never the key.

× Shared line

Gate3

Not a role inbox

A person's name stamped on info@ is a field to fix, not a merge.

× Fix the field

4Approve, back up, then write

The change set

Saved as a list view or report the owner can open.

Backup export

Every record in the change set, before anything moves.

Then

Owner approves the exact listYes unlocks the write

Write unlocked

Every change is logged with its old value, so any field can be restored.

5Fill blanks, catch job changers

Enrichment waterfall

Only the misses move on. Fill blanks, never overwrite a value someone set on purpose.

Profile

Explorium

Email

ProspeoFindymail

Verify

BounceBan

Phone

Twiliolookup, dead numbers cleared

Job changers

Current-employer scan, customers first. The same company under another domain is not a move.

Scan

ClayLinkedIn

Create

New contact, history kept

6Keep it on

Same rules, every new record

New inboundRep-added recordsJob-change signalsWeekly sweep

Report

Slack

A CRM that stays clean, with every change undoable

The stackHubSpotSalesforceClayExploriumProspeoFindymailBounceBanTwilioLinkedInSlack

Oriel · GTM plays library

Play 24Outbound · Inbound

CRM Hygiene

7 steps · CRM

+4 more

Play 05

New Hire & GTM Leader Tracking

1Watch for job changes

Where they wereOld company

Old titleWas it a customer?

Tracked on the accounts and champions you care about, not the whole market.

Where they landedNew company

New titleStart date

A fresh mandate, a budget and no loyalty to the incumbent vendor.

Job change

2Decide who counts

FilterKeep only

Seniority→VP and above

Function→Sales, marketing, revops

Time in seat→Under 90 days

One record per qualifying moveOld company and start date kept

3Qualify the new company, then find them there

The person fits. Does the company?

ICP matchHeadcountFunding stageAlready in CRM?

Check

ClayApollo

CRM

HubSpot

New contact details, verifiedOld data is dead

Their old email bounces now. Find the new work email and mobile, then verify before any send.

Email

FindymailProspeo

Mobile

FullEnrich

Verify

BounceBan

4Score fit and timing

Fit plus timing scoreTiming is half

Fit

ICP match

Timing

Days in seat

History

Old company was a customer

The first 90 days in seat are the window

5Route by tier

Tier 1Best fit, early

Rep-led outreach

A rep writes and calls, naming the new mandate.

Call

Nooks

Email

Gmail

Tier 2Good fit

New-leader sequenceAuto

CongratsWhat the last leader didDirect ask

Send

Smartlead

Tier 3Lighter fit

LinkedIn DM onlyAuto

A light touch that names the move.

Send

HeyReach

A first call inside their first 90 days

The stackChampifyLinkedInClayApolloHubSpotFindymailProspeoFullEnrichBounceBanClaudeNooksGmailSmartleadHeyReach

Oriel · GTM plays library

Play 05Outbound

New Hire & GTM Leader Tracking

6 steps · Email, LinkedIn, Call

+8 more

Play 11

Closed-Lost Revival

1Pull closed-lost deals

Closed-lost dealsWhy they said no

Loss reasonClose dateChampionBlocker

Accounts that became customers since, or have another open deal, are left out.

From

HubSpotSalesforce

2Wait a window set by the loss reason

Lost becauseCheck again

Timing→Next quarter

Budget→Next budget cycle

Went with a competitor→Ahead of their renewal

Missing feature→When it ships

3Check what changed, and who is still there

What changed?

New decision makerFundingTech stack changeLoss reason resolved

Find

ClayExplorium

Why now

Claude

Still there?Freshness check

Every contact from the old deal. A champion who left goes to champion tracking at the new company.

Check

LinkedIn

New

ProspeoFindymail

Verify

BounceBanon send day

4Re-score the account

Gate1

Something real changed

More changes and a resolved loss reason score highest. Nothing new means no outreach.

× No changeBack to the window

5Re-engage on what changed

“What changed since we spoke”

Old championDay 0

First touch, from the rep who ran the deal, naming the change.

DM

HeyReach

Call

Nooks

Text

WhatsAppTwilioif they texted before

New peopleDay 2

The new buying committee hears the same angle by email.

Send

Smartlead

2-day delay

Deal reopened, linked to the old one

The stackHubSpotSalesforceClayExploriumClaudeLinkedInProspeoFindymailBounceBanHeyReachNooksWhatsAppTwilioSmartleadSlack

Oriel · GTM plays library

Play 11Outbound

Closed-Lost Revival

7 steps · Email, LinkedIn, Call, WhatsApp, SMS, CRM

+9 more

All GTM plays